Formula 1 has renewed Passenger Princess for a second season, expanding the YouTube series from four episodes to six after its debut run drew more than 289 million views.
The new season, hosted by Amelia Dimoldenberg and produced by her Dimz Inc. company in partnership with F1, was filmed across the Barcelona-Catalunya and Austrian Grand Prix weekends and begins airing this month.
The renewal follows the original deal last October, when the four-part series first paired Dimoldenberg with a rotating cast of drivers as she worked toward her driving licence.
Season two features Charles Leclerc, Franco Colapinto, Valtteri Bottas, Gabriel Bortoleto, Kimi Antonelli and Alex Albon.
“We are incredibly excited to bring Passenger Princess back for a second season following the fantastic success of the first series, which attracted millions of viewers around the world and gave fans a unique look at the personalities behind our sport,” said Emily Prazer, Chief Commercial Officer of F1.
“With Formula 1’s fanbase now exceeding 830 million worldwide, this series is a brilliant way to engage both existing fans and new audiences.
“Amelia has a remarkable ability to connect with audiences through humour, authenticity and creativity.
Passenger Princess sits within a wider content push that has defined F1’s growth strategy over the past several years.
With Formula 1’s fanbase now exceeding 830 million worldwide, this series is a brilliant way to engage both existing fans and new audiences.
Emily Prazer
The series follows Netflix’s Drive to Survive and F1: The Movie, which became the highest-grossing sports film ever made with a global box office of more than $630 million.
Where those two properties reached audiences through streaming platforms and cinema respectively, Passenger Princess is built entirely around Dimoldenberg’s own YouTube channel, placing distribution and audience ownership outside F1’s direct platforms.
That distribution model mirrors the logic behind Dimoldenberg’s own production company. Dimz Inc., founded in 2018, specialises in short-form episodic and branded entertainment, with Chicken Shop Date as its best-known property.
The Passenger Princess partnership gives F1 access to that audience and format directly, rather than building a comparable series in-house.
The scale of that audience is significant in its own right. Dimoldenberg’s Chicken Shop Date has become one of the most consistently viral interview formats online, with a February 2024 appearance by McLaren driver Lando Norris alone amassing more than 4.4 million views.
Season one of Passenger Princess converted a portion of that following into direct engagement with F1 content, a pattern the sport will be looking to repeat and extend with six episodes instead of four.
“Against all odds, they’ve let me “drive” for another season,” said Dimoldenberg.
“I’m thrilled to be back in the passenger seat with six new drivers and even more opportunities to demonstrate why I still can’t be trusted behind the wheel.”
